In the context of data quality, verification is the activity by which an organisation confirms whether the contact information it holds is accurate, up to date and not present in duplicate records. Traditionally organisations verify the address data they hold by matching it against reference data files such as the Royal Mail PAF file. Increasingly however it is equally necessary to also verify email addresses and mobile numbers as cross-channel communications become the norm.
Why is verification important?
The verification process has a number of important business benefits. Using data quality tools offers substantial time and efficiency savings to a business both at point of capture such as in a call centre but also in terms of reducing admin time where incorrect addresses have to be manually corrected. In addition having verified customer details ensures that an organisation doesn’t waste money sending duplicate or wrongly addressed mail that never reaches its intended destination. Verification of customer contact information can be done using front and back end software tools which can be deployed on premise either a standalone application or integrated into CRM systems or websites. It can also be implemented via hosted solutions via an On Demand platform.